Grounded theory of marketing strategy based on partnership and underpinned by culture: Japanese and Korean electronics companies in the UK
AbstractAn extensive literature review was undertaken that brought out the salientpoints relating to strategic marketing; marketing strategy; customer service;relationship marketing; retailing strategy; the link between organizational culture andnational culture; leadership; long-term partnership arrangements;and the similaritiesand differences between Japanese and Korean culture. The research strategy incorporated exploratory research and in particular thein-depth personal interview method; the small group interview method; the criticalfriendship group method; and the postal survey method. This allowed the researcher tounderstand the mindset of Japanese and Korean people; provided a basis for theresearcher to better understand and address culturally sensitive issues that would ariseduring the main data collection process; make a link between national cultural valuesand organizational values. The grounded theory approach was used to analyse andinterpret the data collected from the in-depth personal interview method involving five staff in two companies: a Japanese electronics company based on the UK and aKorean electronics company based on the UK.The research established that national cultural value systems do have aninfluence on management style and organizational behaviour. Both Japan and Korea embraced Buddhism and Confucianism in a different way (emphasis, purpose andsequence). This is why the national cultural characteristics and values of the peoplefrom these two cultures are different. The strategic marketing approach is valid and isdeployed by both Japanese and Korean electronics companies based in the UK,however, the approach of the Japanese managers to strategic marketing is moreadvanced than the strategic marketing approach deployed by Korean managers. BothJapanese and Korean electronics companies based in the UK have a clearly definedmarketing strategy that is focused on customer service that is underpinned by a clear commitment to partnership arrangements. Partnership arrangements are based on trust and are considered to be long-term in orientation. Although Japanese and Korean electronics companies based in the UK have a customer service policy that isincorporated within a strategic marketing framework, customer service policy isdeployed differently. In order for Japanese and Korean electronics companies based inthe UK to achieve financial success (defined as financial gain in the long-term),marketing is perceived as an integrated process that is strategic in nature. Japanese and Korean managers feel comfortable working in terms of a strategic marketing framework and are sensitive to the feelings of local people. Hence a hybridorganizational culture exists. However, the organizational culture that exists inJapanese electronics companies based in the UK is different from that that exists inKorean electronics companies based in the UK. This is due to a distinct organizationallearning policy. Although organizational learning is viewed as important with respectto improving an organization's performance, how it is practised in Japanese electronics companies based in the UK is different from that adopted and deployed by Korean electronics companies based in the UK. This can be attributed to such factorsas the style of management; the degree of management control; and the way in whichrelationships are built and managed. As regards the development of partnershiparrangements, although managers in Japanese and Korean electronics companiesbased in the UK consider that business relationships are to have a long-termorientation, it should be noted that in the case of Japanese electronics companies basedin the UK, there are clear power based relationships in being that influence howindividuals interact and make and implement decisions. In the case of Koreanelectronics companies based in the UK, the concept of mutuality is dominant and thisinfluences how individuals interact, make and implement decisions.
Year of publication: |
2003-06
|
---|---|
Authors: | Lee, Yang-Im |
Publisher: |
University of Stirling |
Subject: | Marketing management Decision making Great Britain | Electronic industries Great Britain |
Saved in:
freely available
Saved in favorites
Similar items by person
-
Lee, Yang-Im, (2013)
-
Millennials and repurchasing behaviour : a collectivist emerging market
Lee, Yang-Im, (2021)
-
Trim, Peter R.J., (2021)
- More ...